You're Not a Brand

You're not a brand.

Can we agree on that? It's not a bad thing, and it's not personal. I'm not a brand either.

There's a lot of fuss these days about "personal branding." And though I make my living as a brand consultant, I can sum up my feelings about personal branding in two words: "Mostly bunk." Some of it is tried-and-true concepts with a lazy new label. Some of it is authors trying to sell books. Most of it is flat-out misguided.

Allow me to present five arguments against the notion of personal branding:

The (mis)understanding argument. Branding is frequently misunderstood, so it follows that personal branding would fare no better. Too many people still think branding is only about what you say, not what you do - that it's only about external appearances, not internal truths. According to this definition, if your house has a crumbling foundation, your best move is to paint it.

This point of view results in exactly the wrong branding – and personal branding – techniques. And the people who apply them will tend to become self-promotional drones, more concerned about how they seem to others than who they really are.

The utilitarian argument. Would the world be a better place if we all thought of ourselves as brands and acted accordingly? I mean everyone. You. Your spouse. Stan from the accounting department. Every single person at every single networking event. Your 13-year-old.

Play that one out in your head. I don't believe that perceiving oneself as a brand – as opposed to, for instance, a person – represents an advance for humanity.

The hierarchy argument. Branding is a subset of life, not the other way around. Put another way, brands can learn more from people than people can learn from brands.

When my clients face a difficult brand decision, I often recommend that one way to solve it is to refer to the rules of good living. However, at no point in my life, when faced with a difficult personal decision, have I asked myself, "What would Target do?" And I love Target.

The relationship argument. Brands arose from transactional relationships. Sure, some brands transcend this construct. But that doesn't change the fundamentals. Brands are signifiers within the sphere of commerce. You select and pay for the name you trust, and you expect to get something of equal or greater value in return.

Personal relationships are far richer and more complex, and are based on different motivations. To reduce them to the purely transactional would, at best, reflect a very cynical worldview.

The reality argument. My friend Tricia is funny. I don't think she has a funny brand. And I don't think she's trying to brand herself as funny. I just think she's funny.

I also know a number of professionals who are outstanding at what they do. It might be market research, or agency-client relationships, or personal finance, or lawn care. Whatever it may be, I don't think that's their brand either. I think it's one thing, among many, that makes them who they are.

You don't really think of the people you meet as "brands." Do you?

I've heard the counter-arguments: "I'm in the market for a new job. Aren't branding tactics relevant?" Or, "What about my professional expertise? Isn't that my brand?"

Those arguments are valid, to a point: Specifically, to the point that you equate personal branding with the accentuation of your authentic strengths. Anything beyond that is bullshit, not branding.

I'll be the first to tell you that a brand is only as good as its perceptions in the market. But it would be fallacious logic to suggest that any kind of perception is thus the result of "branding." You may possess expertise, and you may be perceived as such. That doesn't make you a brand.

If you're in the job market, I'd certainly recommend doing some things that great brands do. I'd suggest that you target your search, differentiate yourself, and tell a compelling story. But these aren't good ideas because some brands apply them. They're good ideas because they work.

Also remember that great brands are built through consistency, and in no other way. So if you just start "branding" yourself to find a job – there's that coat of paint again – then I don't like your chances. If you didn't have a network of believers before your job search, it will be tough to create and activate one.

So, I repeat: You're not a brand. You are many, many things, but a brand is not among them. And that's as it should be. Let's spend less time trying to be good brands, and more time trying to be good people. The rest will work itself out.

A version of this post appeared in the Business Courier of Cincinnati on May 29, 2009, in the column "That Branding Thing."

A Brand-Builder's Bookshelf: Created By You

Last week, I posed a simple question:

Assume a colleague tells you that he or she has limited knowledge of branding, but is looking to learn more. What ONE book would you recommend to get that person started? As importantly, why would you recommend that book?

In addition to posting it here at That Branding Thing, I listed it in LinkedIn Answers and discussion groups. In less than 4 days, I received no fewer than 73 thoughtful replies.

Reis, Neumeier, Godin, Olins and Aaker seem to be the names you trust most. Below, you will find all 45 books that were recommended, followed by Zagat-style quotes from those who recommended them. In a decision that's sure to drive my market-research friends crazy, I've ranked them by the number of mentions they received in this unscientific sampling; that's the number in the parentheses immediately following the name of the author(s).

This exercise also yielded a number of books on personal branding, which I held out of these results. Watch this space on May 29, when I'll present my own take on personal branding. (Hint: I think it's mostly b.s.)

Thanks so much to everyone who provided recommendations. There are far too many of you to list by name, but please know that I greatly appreciate your time, thinking and energy for this question.

Here's the list:

"The 22 Immutable Laws of Branding," Al Reis & Laura Ries (9). Probably the most widely referenced book… For someone who knows very little about branding, this book is fantastic. You should keep in mind however that this book was written in a time when social media did not exist… This book was published some while ago which is a good thing, since it deals with the actual basics of branding and provides an unfettered picture which can be applied to any area… Pretty much the Bible of branding. It's substantially longer and more in-depth than any of the Godin stuff.

"The Brand Gap," Marty Neumeier (9). Great for designers and creatives… It's short, simple and to the point. Good read for everyone, particularly beginners… The best and simplest, really NOW compared to 'The 22 Immutable Laws'… a snapshot and quick reference guide to creating a solid brand.

"Positioning: The Battle for Your Mind," Al Ries & Jack Trout (7). This is Branding 101, for a person with limited knowledge of branding… An absolute classic… New media or old, branding is still about owning a position in your target customer's mind. Everything else is just communications strategy. Trout & Ries bias toward consumer product brands, but savvy marketers can adapt their concepts to B2B and even services… This is the book that lit the fire in me as a young man for branding.

"On Brand," Wally Olins (4). An excellent and well-articulated book written by arguably the most successful brand builders!... It's a great read. And if you know anything about Wally -- it's VERY Wally, who himself has a very distinctive brand… Easy for the layman to understand with plenty of good working examples. You can apply his theory to pretty much any company.

"Building Strong Brands," David Aaker (3). The most worn and has the most Post-Its in it on my shelf, so I guess that's a pretty good indication… To go in-depth you can start with this.

"Made to Stick," Chip Heath and Dan Heath (3). Not a traditional branding title, but its analysis of what distinguishes "sticky" ideas from those that quickly fade from memory applies equally well to brand. And the book itself is easy to read, accessible to the layperson and compelling in its argument… They delve into the reasons some brands make it and some don't. It's not a primer or tutorial on branding or marketing. It's more about anthropology, humanism, psychology and studying why people do what they do and why they do it. Applying it to marketing in a smart way is up to you.

"Brand Leadership," David Aaker (2). For a beginner it offers lots of "how to" tools as well as sound theory. The Trout/Reis series of positioning books are excellent, but I think Aaker offers a deeper understanding of branding.

"Brand Simple," Allen P. Adamson (2). It is about why differentiation and relevance should be made simple to understand.

"Branding Only Works on Cattle," Jonathan Salem Baskin (2). One of the best books on what's wrong with our industry today… A very provocative book that draws attention to the fallacies of a lot of branding exercises and strategies.

"Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands," Alina Wheeler (2). If you're discussing brand development, it's considered by many to be the 'textbook' of choice.

"Eating the Big Fish," Adam Morgan (2). Forget what you already don't know about branding and read this. It's engaging, original and true.

"Kellogg on Branding," the marketing faculty of the Kellogg School of Management (2). It is thorough, and it starts off by defining what branding is (a promise that is woven through any communication or interaction a company has with customers, prospects and the public), and what it is not (graphic standards or company stationery).

"Purple Cow," Seth Godin (2). Because it's so simple and obvious…. It's a great read about developing brands that stand out from your competition.

"The Designful Company," Marty Neumeier (2). Very good inspiration!

The following received a single mention each:

"A New Brand World: Eight Principles for Achieving Brand Leadership," Scott Bedbury.

"Accidental Branding," David Vinjamuri. Tells the stories of Clif Bar, Columbia clothing and Burt's Bees. It shares their first-hand experience on how they built their brand and how they came about it by accident or chance.

"All Marketers Are Liars," Seth Godin. Can't go wrong with his books and it shows the true colors of what companies do to create a solid brand; create a story.

"Blink," Malcolm Gladwell.

"Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time," Matt Haig. An excellent book with a ton of examples.

"Brand Harmony," Steve Yastrow. It is rich in ideas and is presented well. The book teaches that everyone in the company is in marketing and explains why branding matters and how your customers are the key to your brand.

"Brand Management: A Theoretical & Practical Approach," Rik Riezebos; H. J. Riezebos; Bas Kist; Gert Kootstra.

"Brand Mindset" by Duane Knapp. Reinforces the idea that everyone in the organization needs to be focused on creating and maintaining value.

"Built to Last," James Collins and Jerry Porras. Okay, it's not a branding book per se. But it should be. It's a discovery and analysis of 18 companies and what makes them so special and enduring. Nearly all the insights can be related to solid brand-building, though perhaps from an operational perspective. But that shouldn't keep you away. After all, branding isn't marketing... it's everything you do!

"Connective Branding," Dr. Claudia Fisher. At the risk of not being modest and right after all the above great books have been suggested, I would recommend my own book, since it will give a good overview of what branding is all about and make you think about all necessary connections in the context of your own business and brand. (submitted by Dr. Fisher herself)

"Differentiate or Die," Jack Trout. One of the best books that I have ever read for marketing and business. A classic!

"Focus," Al Ries.

"From Brand Vision to Brand Evaluation," Leslie de Chernatony. Explains the different interpretations managers have of brands and therefore why both an internal and external approach to brand management is needed. Then explains a strategic approach to building and managing brands. Each chapter has marketing action checklists so the reader can then start to apply the frameworks within their corporation. (submitted by Mr. de Chernatony himself)

"How Brands Become Icons," Douglas B. Holt.

"Juicing the Orange," Pat Fallon and Fred Senn. Not a "branding" book per se, but they delve heavily into how brand equity factors into the success of any initiative. They also talk about how business needs can be creatively transferred into a consumer language that can be shared and advocated.

"Lovemarks," Kevin Roberts.

"Maxi-Marketing," Stan Rapp. Though he ought to do an update, what with the consumer getting even more power with social media and blogs.

"Never Cold Call Again," Frank Rumbauskas.

"Strategic Brand Management," Richard Elliott and Larry Percy. An easy to read brand management start-up book. Interesting case studies so the reader won't be bored.

"The 22 Immutable Laws of Marketing," Reis & Trout. An oldie but a goodie. Basic fundamentals – backed up by good stories – that stand the test of time.

"The Archetypes and the Collective Unconscious," C.G. Jung. All consumers are people, driven by emotional needs and connecting at a powerful, primitive level with images, words and messages that represent more than the mere features and benefits of a product. Verbal and visual identity are simply the manifestation of the core values and meaning that a brand should bring to the life of the consumer who engages it. All the case studies and biz-speak in the world won't prepare you as well as this work.

"The Brand Promise," Duane Knapp. Contains definitions, strategies, roadmaps, and implementation examples.

"The Dictionary of Brand," Marty Neumeier. Published in collaboration with the AIGA, Neuemeier's collection of branding terminology is the basis for any creative discussion of branding. After reading this simple guide to the language of brands, knowledge would be limited no longer. Then of course it would be time to pick up "Brand Gap" or "Zag"!

"The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes," Karen Pearson and Margaret Mark.

"The New Strategic Brand Management," Jean-Noel Kapferer.

"The Tipping Point," Malcolm Gladwell.

"Throwing Sheep in the Boardroom," Matthew Fraser and Soumitra Dutta. It provides a B-E-L-L framework (branding, engagement, leading, learning) that puts branding in a whole new context with regard to Web 2.0.

"Tribes," Seth Godin. I've listened to many branding and marketing books in the last four months and Tribes packs a punch that the others don't have, with many exciting examples. It makes you excited to realize that one guy on a PC with the right idea can have big results.

"Well Written and Red," Alfredo Marcantonio. As a designer who is looking for inspiration, this is not a conventional branding publication; it focuses on the fantastic Economist poster campaign which has effectively set the TOV for the brand.

"Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea," Bill Schley and Carl Nichols, Jr. Points out some of the biggest common mistakes that companies make with their attempts to brand.

"Zag," Marty Neumeier.

What ONE Branding Book Do You Recommend? Why?

Assume a colleague tells you that he or she has limited knowledge of branding, but is looking to learn more. What ONE book would you recommend to get that person started? As importantly, why would you recommend that book?

Please reply in the "comments" section below. I'll compile all replies in a future post to share with the That Branding Thing community.

Thanks in advance for your replies! I'm looking forward to seeing what's on some other bookshelves and recommendation lists.

Al Ries vs. Metrics Madness

Positioning master Al Ries, writing in AdAge, has come out strongly against a metrics-only approach to marketing and business. The article, "Metric Madness: The Answer to Mathematical Failure Seems to Be More Math," can be found here. (Registration may be required.)

Some excerpts:

What is Metric Madness? It's the notion you can run anything by the numbers, and it's become the hottest concept in business today.

The marketing community eats this stuff up. Nobody generates more data than they do.

Perhaps it takes mathematical skills to run a major corporation today. But if the CEO loads up the company with similar people, he or she will squeeze the life out of the organization.

If you run a company by the numbers, you'll eventually run the company into the ground. You might be successful in the short term, but never in the long term, as the financial crisis demonstrates.

Left-brain managers are verbal, logical and analytical. Nothing wrong with that, as long as management also takes the remedy to counteract its overemphasis on mathematics.

The antidote to management, to paraphrase Club Med, is marketing.

Almost everything about marketing is the opposite of the typical manager's approach to running a business. Marketing is illogical and definitely not analytical. Marketing is intuitive and holistic.

We're concerned, however, that this message is being ignored by the marketing community, who seem to be drifting from the right to the left -- from a right-brain approach to a left-brain approach.

Take the current emphasis on marketing ROI, return on investment. In most cases, to determine the ROI of a marketing program is an expensive exercise with little or no value.

An experienced marketing executive, in my opinion, instinctively knows whether a marketing program is working or not. Does Apple need to waste money trying to determine the ROI of its marketing efforts?

What Apple is doing is working. What Microsoft is doing is not. You don't need ROI numbers to figure this out.

Then there are many situations where the ROI is zero and yet the marketing expenditures are worthwhile. Take leadership, for example.

Nothing about a brand is more valuable than its market leadership. If a brand loses its leadership, it loses its most significant advantage in the marketplace. That valuable position is worth protecting. And advertising is the best way to protect it. Nike in athletic shoes. Heinz in ketchup. Rolex in watches.

Suppose a leading brand spends $50 million a year on advertising. And suppose that brand's market share doesn't budge at all. Was that $50 million wasted? Not necessarily.

Advertising is more like insurance than it is like an investment. What's your "return on investment" of a five-year term life insurance policy if you don't die? Zero.

But, of course, you don't buy an insurance policy to make money. You buy an insurance policy to protect your family in case you die.

The overall practice of marketing is not mathematically based, although subsets of the discipline may be: direct marketing, research, media selection.

Marketing is certainly not 70% mathematics. It's not even 1% mathematics. (As a math major in college, I don't think I've ever used integral calculus or differential equations or any other mathematical concept in our marketing practice.)

Marketing is a discipline that can only be learned by exposure to marketing case histories over an extensive period of time.

Mathematics is logical. Marketing is not. That's why marketing is so difficult to learn.

Mr. Ries makes a number of different points. Readers, what do you think? Where is he on target, and where is he off?

Social Media and Branding

Social media is exploding. You've no doubt heard terms like Facebook, LinkedIn, Twitter, MySpace and blogging (even if you don't know what they are or how they work). And you might be wondering if you should add these tools to your branding toolbox.

My standard answer to most such questions is: "It depends." Strategy is situational. There's no strategy or tactic that's right for every brand in every situation.

However, when it comes to social media, I'll take a more enthusiastic stance – something along the lines of, "it depends… but probably."

I'm excited about social media because it opens the door to deeper connections. Recall how I define your brand: "Your total experience, as perceived by those you seek to motivate." Branding is about everything you do. It's about service. It's about dialogue. It's about relationships. It's about meaningful points of contact. And social media provides you a chance to improve in all of those areas.

Viewed one way, social media accelerates word-of-mouth, which has always been one of the most potent forms of marketing. But now, you can join the conversation, monitor the chatter, and respond as necessary. At its best, social media provides you a platform to humanize your brand.

Of course, if you're still toiling under the prehistoric notion that branding is all about what you say, and that he who shouts loudest and longest wins, then you'll naturally be drawn to social media. Paradoxically, you'll also soon find that these tools don't work particularly well for you.

Remember the guy in high school who spent all day talking about how awesome he was? Remember how that guy had no real friends? Social media works the same way. It's a conversation, not a megaphone. If you use it only for self-congratulatory chest-thumping, people will find someone else with whom to spend their time.

My sense is that this is where some people get turned off by social media. A first visit to Facebook may leave one wondering if it's nothing more than a Shangri-La for the self-absorbed. And, in practice, that's exactly how social media is often treated. But don't let your opinion of the whole be colored by the mistakes of the few. There's a lot more going on here.

I encourage you to dig in and find out what these tools are all about. As you explore, keep two questions in mind: First, how could I use these tools to create a better brand experience for those I serve? Second, how can I make these tools work for me, the user?

For example, my hometown business journal, the Business Courier of Cincinnati, is now using Twitter to share breaking business news. This provides its readers with greater control. I can check Twitter throughout the day, I can subscribe to their daily updates that arrive via email, or I can wait for the Friday print edition. Or I can do all three. The choice is mine, and that enhances my experience with the Business Courier brand.

Another plus for social media is that it's inexpensive relative to other forms of media. Often, there are little or no out-of-pocket costs. There is, however, the investment of time – which, to be fair, can be substantial. If you're serious about blogging, for instance, most experts say someone in your organization will need to dedicate one day a week to it, at an absolute minimum. And you won't see social media success overnight. You've got to commit.

With the rate at which social media is growing, it would be irresponsible to turn a blind eye to it. So explore what it's all about. Create an account at each of the major social media outlets. Ask a web-savvy colleague to show you the ropes. Or take a class. As with any tool, you'll want to evaluate them according to their ability to help you reach your objectives. But I'm willing to bet you'll find something you like. Happy hunting!

A version of this post appeared in the May 1, 2009, edition of the Business Courier of Cincinnati.